This year 2013 marks the 35th anniversary of Anguilla’s journey as a tourism destination and our theme “Embracing Diversity, Celebrating our Culture” is timely and fitting as it causes us to reflect on the diversity of our tourism product, the diversity of the markets segments we attract and the richness of our culture.
In 1978 when Anguilla embarked on its journey into tourism as a means of bringing growth and development to the island it was against the backdrop of a history of low rainfall, subsistence agriculture, salt mining and fishing and a time when Anguillians went abroad to earn a living to support families back home. There seemed to be so little on Anguilla, but then as now, we had the basic ingredients to make us a leading tourism destination in the Caribbean. White-sand beaches, crystal clear blue seas and a warm and friendly people. A diamond in the rough but once hewn would become one of the finest gems in the Caribbean. We embrace this past; and celebrate our cultural traditions as an integral part of our tourism product, as is evident by more sunshine days than not for the beach; the abundance of agricultural produce and fishing on the island; our resilient nature as a people; and Anguilla being home away from home for a diverse mix of nationalities be they tourists or residents.
The vision of the architects who designed the blue print; and the builders who laid the foundation for the birth of Anguilla’s tourism industry thereby positioning Anguilla as an upmarket tourism destination with luxurious accommodation facilities, must be celebrated. Our leaders, our people and our investors have together and through the most challenging times demonstrated determination and dedication that have resulted in Anguilla’s tourism product being one that is highly desired the world over. No one can dispute the fact that Tourism has played a major role in the improvement in the quality of our lives and the standard of living Anguillians and non-Anguillians today enjoy. We celebrate our achievements and salute all for their contributions.
Anguilla’s success as a tourism destination has provided many business opportunities within and as support for the tourism sector. Educational opportunities were not just dreams but became realities; latent skills were honed and developed; innate artistic talents have blossomed; and at home and abroad Anguillians have stood proudly to celebrate our achievements, our richness and our diversity; and have invited others to share in this celebration as they explore and experience a Gem of great value.
Over the past 35 years, Anguilla has evolved into a destination that is more than a beach and boasts a diverse range of accommodation opportunities as well as attractions and activities catering to the discerning traveller who is seeking rest from a busy schedule; quality time with family and friends; anonymity in the midst of a crowd; gastronomic delights and the embrace of warm and friendly hosts.
As a tourism destination we are not only proud of the diversity of the tourism product – five star luxury hotels and intimate small properties; fine dining and roadside bar-b-Q’s; private jet service and small commuter airlines; luxury vehicles and bicycle rentals to name a few. The complimenting diversity of our product affords us the opportunity to appeal to and attract diverse market segments including the resilient luxury leisure market; meetings and incentives; destination weddings and honeymoons; family getaways; culinary tourism and culinary festivals which highlight local cuisine; music and cultural festivals; educational tourism which allows for a more hands-on approach to learning and in itself is a great tutor. Emerging market segments that align with Anguilla’s tourism product are medical tourism, healthy culinary cuisine as a result of Anguilla’s organic farming and agricultural produce; sports tourism; responsible tourism where visitors not only give back to our communities as they have always done but also care about our culture, conservation and the environment; and film trails where Anguilla as a destination is made popular through films and television.
? I would also take this opportunity to recognize and embrace all those who have contributed to pioneering and shaping the future of Anguilla’s tourism product, at a time when Anguilla could not be identified on any map.
?The intimacy that Anguilla’s tourism product still enjoys today was first known through the properties Lloyd’s Guest House and Rendezvous Bay Hotel and their celebrated proprietors the late David V Lloyd and Jeremiah Gumbs. These properties are still in operation today; we must venerate their children who have seen the need to expand, protect and embrace their legacy.
? Recognition must also be given to those investors who took the risk to invest significant amounts in Anguilla’s tourism industry with high end resorts, villas, and restaurants, at a time when Anguilla’s tourism infrastructure was under developed with many unpaved roads, no electricity ,no water, no telephones and limited transportation services. Despite the lack of basic hospitality training, no one can disagree that they had taken this risk not only because of our pristine beaches, but more so because of our unspoiled culture; our friendly, warm, welcoming and hospitable people; an institution by any standard. I must emphasize, it was our people then, as it is now that have been the cornerstone on which our tourism industry was built and will continue to be one of the main attributes that attracts foreign investors and visitors to the island. This initial direct foreign investment created additional opportunities for local investors which have led to a diverse mix of accommodation facilities and services offering a high quality product and more opportunities to more market segments.
At this juncture I would like to recognize past Chairpersons and their members for their contributions towards the foundation laid and the building blocks they have put in place ensuring the continued development of our tourism product.
? However, the task now and ahead is the duty and responsibility of this Board to further advance the objectives of the Ministry of Tourism and the Government of Anguilla.
? While we do not want to give the illusion that all is well, it is important to note that there are still many challenges to conquer and many more targets to be met if we are to remain competitive in today’s tourism market place. Nevertheless we remain optimistic and will continue to focus on the vision and mission and will implement strategies and programmes to not only survive but also thrive.
? The effects of the global recession have been felt on Anguilla as evidenced in the reduction in our tourist arrivals as well as reduction in both direct foreign and local investment which persist even to today.
? Over the past three years there have been many impediments to the marketing of Anguilla such as budgetary constraints, which resulted in cutbacks in the promotion of our destination in the various market places and in scaled back representation in the following markets, since 2010 namely Europe, as well public relations representation in the USA market.
These challenges are exciting opportunities for this Board and we intend to pursue a series of initiatives which we are confident will positively impact the quality of our tourism product; the experience of our visitors; day and overnight visitor arrivals; as well as employment opportunities and broad-based economic activities. These marketing initiatives are designed to reflect, enhance and promote the Anguill brand.
The Britto Agency has been charged with the responsibility of rebranding the destination and has been engaged in public relations activities and innovative events and initiatives for the 2014/2015 tourist season.
Our presence at World Travel Market in London, as well as representation in France have resumed; and we have also established a presence in the South American market all of which enable us to remain visible and competitive in the market place.
We have seen the benefits from Cruise Tourism excursion programmes, resulting in an increase of day visitors especially to the Dolphin Discovery. This is evidence of the diversity of our tourism product which must be embraced as an integral part of our product offering.
In an effort to increase tourist arrivals and market share, The Ministry of Tourism and The Board have been developing a more diverse access strategy including the development of airlift out of San Juan, Puerto Rico which offers more flights from more cities and markets across North America. This has been ongoing for the past seven years and today we have a number of charter and scheduled services out of the San Juan hub including Anguilla Air Express, Cape Air, Anguilla Air Services, Tradewinds Aviation and WINAIR, all providing daily services to and from San Juan. We will also continue to explore creative ways to improve and encourage access into Anguilla from other regional hubs.
The ATB is very appreciative of the efforts of the various groups across the island who continue to promote a diverse range of events that enhance and showcase our cultural heritage and that which makes us distinctly Anguillian.
Festival Del Mar, Festival De Noel, Moon Splash, The Welches Village Fest, South Valley Village Fest; Summer Festival (Carnival and boat racing our national sport);and renewed Christmas Tree lighting and the Blowing Point Community group. These are all events that showcase Anguilla’s cultural traditions to locals and visitors alike; and provide entrepreneurial opportunities for locals. The importance of these events should not be overlooked or undervalued.
The Sustainable Tourism Master Plan (STMP) has been accepted and is being implemented by the Ministry of Tourism and it outlines a long-term strategy for the future sustainable development of the Anguilla tourism product; we look forward to its implementation because we believe its benefits will be enjoyed by all.
In closing I admonish all to be mindful of our duties and responsibilities towards the development and or enhancement of our tourism product.
The travel and tourism experience exists in and is dependent upon the physical environment; these elements must be protected. Environmental problems have always been associated with the operation of accommodation facilities and tourism projects must now demonstrate more responsible and environmentally friendly practices including water conservation, energy conservation and alternative energy sources to reduce pollutants and greenhouse gases including wind power, solar power and geothermal energy; waste management; and corporate social responsibility. The evolution of the green hotel movement has been birthed out of calls for a more responsible tourism development and the growing environmental awareness among tourists, associations, organizations and governments. In this light, it is therefore important that environmental management in hotels continue to be placed in the framework of sustainable development since this will always result in a sustained tourism industry.
Global warming is a real concern; the effects of climate change are being recognised; the danger of rising sea levels and the threat it poses to small island states like ours are all real and immediate factors to be considered going forward. We must therefore pay particular attention to our coastlines, coral reefs, our mangroves and our natural bodies of water. In addition, we must continue to reduce littering by observing and enforcing the litter laws of our island.
This diversity in our tourism product will lead to a richer visitor experience and it behoves us to develop a more centralized local market place as an attraction; a hub of activity where our local artists and artistes, culinary talent and others can exhibit, trade and display their skills. This will create the environment to produce more entrepreneurs and provide employment opportunities for our people.
We will work closely with our strategic partners including the Anguilla Air and Sea Ports Authority as part of our enhancement initiatives for our ports of entry so as to simplify our visitors’ experiences be it through means of technology or otherwise.
The tourism experience is about people and their interactions and the success of any tourism destination is hinged on exemplary behaviour and interactions. Our approach and our strategies must foster good relationships amongst the population, our investors and our leaders. The success of our industry also requires us to pay special attention and take all precautions to ensure that crime is at a minimum if not eradicated.
The tourism industry is dynamic in response to the changes that take place within the market place. A paradigm shift in the market is challenging us to be more innovative; readily adaptable and open to “out of the box” and critical thinking.
As we embrace our diversity and celebrate our culture and hold high the ideals and initiatives inherent in this year’s Tourism Week theme, I would be remiss if I did not echo a call for us to embrace the youth as no nation can grow without the involvement of the youth; as the adage says “the youth of today are elders of tomorrow”. It is imperative to prepare today for the opportunities of tomorrow.
It is the season of goodwill, peace and love; and in this same spirit I take this opportunity to extend to one and all, especially the Board members and staff of the Anguilla Tourist Board and all those who have contributed to the forward growth and development of Anguilla’s tourism Product a fruitful tourism season, where we all can embrace a Merry Christmas and a bright and Prosperous New Year.
Merry Christmas and many blessings to the people of Anguilla!
